Harrods Gift Bureau promotional image
British department store Harrods has expanded its gift registry services to an online environment to ease the gift buying process for consumers.
Harrods’ Gift Bureau now has a new microsite for consumers to browse registries online and connect with consultants electronically, wherever they are. As consumers come to expect more ways to shop, translating this type of in-store experience online will help Harrods further its omnichannel presence.
“Harrods’ decision to expand the Gift Bureau to include an online experience is an essential element of their omni-channel strategy,” said Dave Rodgerson, retail business development executive at Microsoft Canada, Toronto. “Customers expect to be able to shop for goods and services when, where and how they decide.
“This is different from the traditional model of only being able to come into the store,” he said. “The challenge however is that customers also expect to experience a similar level of service whether that is online or in person.
“In the world of luxury retail, it’s one thing to sip champagne while talking with a personal shopping assistant, it’s quite another to create a similar experience online. Here is where the strategy is at risk.
“Customers may feel confident listing items in their own registry, or checking to see what friends and family have listed as desired gifts but this process is rather commonplace in the world of online gift registries. To offer a similar level of white glove treatment online, the retailer must provide more than an email address or a 1-800 number.”
Mr. Rodgerson is not affiliated with Harrods, but agreed to comment as an industry expert.
Harrods was unable to comment directly before press deadline.
Gift for purchase
The Gift Bureau is designed to help those hosting weddings, christenings, birthdays, anniversaries or another life event.
In-store, Harrods’ Gift Bureau service includes a one-on-one meeting with a consultant over a glass of Champagne. There the host of an event can select what they would like to receive from their guests, picking from Harrod’s seven floors of inventory.
For weddings, a couple can also plan a honeymoon with the help of the in-house travel agent Abercrombie & Kent.
Harrods’ Gift Bureau is now also housed on a microsite, giving it its own destination online.
Screenshot of Harrods Gift Bureau microsite
On the homepage, the retailer explains that the gift list is an important part of an occasion.
Consumers looking to give a gift can search by the host’s name or gift list number to find the wish list for the party they are attending.
Harrods has also used its online space to explain the services it provides to make the gifting process “stress-free”, telling consumers that their consultant will handle all of the administration. From the gifting side, Harrods will also have an appointment with the gifter to help pick out the perfect gift for their friend or loved one.
A “contact us” page provides a phone number and an email form to schedule an appointment.
Screenshot of Harrods Gift Bureau microsite
Individual attention
Customer service is core part of the Harrods brand, and something they need to carry over to this online outpost of its Gift Bureau.
Harrods sent its employees to take etiquette lessons in a move that likely push its sales team to the forefront of customer service and experience when affluent shoppers visit.
The retailer decided to send its employees from its luxury watches department to Minding Manners, a London-based etiquette and protocol consultancy. The employees took two full-day sessions that emphasized etiquette aspects of multi-cultural awareness (see story).
“The best-in-class practice would offer customers the ability to chat via text or video capability with an associate that is familiar with both the gift registry service and the technical aspects of the online experience,” Mr. Rodgerson said. “In order to elevate the experience, the retailer needs to make it interactive so that the associate and customer can develop a relationship with one another.
“A communication tool such as “Lync” would allow the customer and the associate to share the screen and have a more meaningful conversation about the selections being made.”
Harrods has recently expanded its online shopping to help consumers shop on whatever device they wish.
The London department store has boosted global sales through its mobile-optimized site that offers international transactions and shipping options.
The new site allows customers to shop Harrods many departments through their smartphones. Offering international consumers a way to shop on the go is likely to help boost Harrods sales and open the store up to new customers (see story).
Putting its gift registry online allows Harrods to open up its service to global consumers, not just those in Britain. This is good for business but it might need logistical solutions.
“An online experience is not limited by geography which creates both challenges and opportunities,” Mr. Rodgerson said. “Customers from around the world will be able to access the online registry. That makes the service international, allowing friends and family from around the world to purchase gifts for registry members living in the UK.
“It’s not likely however that fulfillment will be possible for people living abroad who set up their own registry,” he said. “This is a limitation that must be made clear when people enroll in the program.
“If managed effectively, Harrod’s will find that the gift registry becomes even more popular than it is today, driving more revenue and higher levels of customer service.”
Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York